CL Watermark

Careline Cosmetics underwent a brand revamp over the last couple months. Aside from relaunching with a new logo, changing the products’ packaging, and releasing new stuff, Careline’s new branding also came along with important advocacies about inclusion and authenticity; these are what I am most proud of!

Just about a week after Cosmopolitan Philippines’ controversy involving a photoshop situation of Riverdale stars, Lili Reinhart and Camila Mendes, Careline officially introduced the #CLWatermark, a symbol demonstrating when a photo has not been filtered or photoshopped. This is part of the brand’s attempt of supporting real beauty, especially in an industry when altering images is the norm.

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In the color cosmetics line of business and in the age of social media, eschewing photo editing is a difficult direction to maintain. However, I believe that the CL Watermark is a good start in following the path of encouraging raw images and being transparent when wrinkles, pimples, and other imperfections which are completely okay, have been altered.

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This campaign is one that’s close to my heart, and is the second effort from the brand to promote authenticity and inclusivity; the first one being the CL Diverse Beauty campaign.